M·A·C Cosmetics has always had a close relationship with the best in the music business. Past campaigns have been fronted by Rihanna, Lady Gaga, Mariah Carey, Lorde, Lil Kim and Miley Cyrus to name a few. But this spring, the company plans to shine the spotlight on a different sector of the music industry.
On March 17, they’ll launch Future Forward, the first of an ongoing series of collaborations and campaigns that spotlight newer talent who are making waves within the music industry. “It feels like a great thing to be able to support artists who are breaking through but aren’t necessarily at the top top, to push them forward,” Senior Vice President and Group Creative Director James Gager says of the initiative. “We’ve always done that sort of thing with fashion designers, and to me, it’s most interesting to introduce these artists, as well as our M·A·C fans, to new people.”
For the debut capsule, Gager worked with artists Tinashe, Dej Loaf, Lion Babe’s Jillian Hervey and Halsey — most of whom landed on the Billboard charts for the first time last year.
The rollout will start with Tinashe, who worked on the “Times Nine Palette” of eye shadow ($32; maccosmetics.com). “I was really intrigued by the chance to bring my creative vision to this,” Tinashe shared “I got to design the packaging, pick out the colors and create something that I felt like I would use.”
Dej Loaf’s rosy-nude lipglass ($15) will hit stores on April 14. “Music was just a stepping stone for me, I want to get into other things outside of music . . . creative things. This first step [with M·A·C] is a big first step,” she tells Billboard.
Following suit is a gunmetal matte lipstick ($17) by Halsey a metallic gold Liquidlast Liner ($21) by Hervey.
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